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People's emotions and resulting behaviors are the foundation for satisfying vital psychological needs. Needs are at the root of our triumphs and setbacks in our personal lives and affect many of the decisions that fuel the economy. But most marketers, researchers, product designers, advertisers and executives do not fully consider needs, and end up using emotion in ways that may be misguided and shortsighted. The central premise of this book is that with a revised understanding of the science and philosophy behind human needs, businesses will be better equipped to provide long-term satisfaction for their customers, as well as grow their bottom lines. Mark uncovers a framework that will help businesses both identify human needs and incorporate this perspective into strategy, and then focuses each chapter on a specific vital emotional need: Self-expression, Belonging, Recognition, Control, Care and Growth. In short, understanding how human needs manifest in the marketplace require businesses to learn from the perspectives of sociology, ethnography and psychology neurological, behavioral, clinical and psychodynamic blended together with traditional consumer insights make a bold case for a needs-based paradigm shift in the business community.

Mark Ingwer is a business psychologist and the founding partner of Insight Consulting Group, a global marketing and strategy consultancy specializing in consumer and business insights. He has over 25 years experience applying his unique blend of psychology, marketing, and business acumen to helping companies optimize their brand and marketing strategy based on an in-depth understanding of their customers. He has worked with a diverse range of companies across numerous industries, with a special focus on consumer packaged goods, healthcare, and advertising. Mark is a frequent speaker and media source, and has been featured in publications such as Business Week, The New York Times, Crain's New York Business, Brandweek, Chicago Tribune, Chicago Sun-Times, Admap, Bloomberg Markets, Marketing News, and Advertising Age. Mark earned a PhD in clinical psychology, completing his graduate work at NYU and the Ferkauf School of Psychology, and earned a marketing certificate from the Wharton School of Business. Prior to founding ICG, Mark held senior management positions at Saatchi & Saatchi and DMB&B advertising agencies and was a lecturer at Northwestern Kellogg's Business School. Mark lives in Chicago, with his son Jake and his dog Lucy.